Delta: Adding PR creativity and depth

Travel Case Study
Delta: Adding PR creativity and depth
The Challenge

8020 was brought on board as Delta’s retained PR agency in the UK, supporting the EMEA Corporate Communications team in positioning the airline as the leading carrier in the US.

One of the world’s largest airlines, Delta was already serving more than 160m travellers each year, flying to 306 destinations across six continents and operating up to 39 flights a day from the UK to North America with partner Virgin Atlantic.

Our brief was to support the UK PR initiatives through creative consumer and trade media activity.

The Approach

To strengthen Delta’s PR activity in the UK, we supported the launch of routes and services with events targeting the UK’s leading travel and aviation media.

For the launch of Delta’s new London to Philadelphia route, we hosted a media evening at The Old Vic’s musical production of ‘High Society’, based on the Academy Award-winning film ‘The Philadelphia Story’. We liaised closely with The Old Vic to arrange media attendance and entertainment, securing invitees from The Sunday Times and Bloomberg as well as travel and business travel trade media.

To support the London-Philadelphia launch press trip, we secured the attendance of prominent media, including a Daily Mail travel writer. We proposed building newsworthy activities into the itinerary to emphasise the benefits of the route, tying in the release of a new ‘Rocky’ film with the trip.

We also added value to Delta’s corporate announcements, heightening the media awareness around key events and initiatives, such as the airline’s sponsorship of Chelsea FC, a safety video starring a mash-up of popular internet memes, and upgrades to Delta’s Wi-Fi and inflight entertainment.

The Results

Working with Delta, we enhanced the reputation of the airline in the UK, furthering the efforts of the EMEA Corporate Communications team with fresh ideas and targeted campaigns.

We helped raise awareness of new routes, building Delta’s reputation as the go-to airline for business and leisure class travel between North America and the UK.